Factors Affecting Consumers’ Online Purchase Intention During COVID-19 in Malaysia

The COVID-19 pandemic has made certain activities interrupted, including the shopping habit of consumers in Malaysia, from physical shopping to internet shopping.The Internet has created unlimited opportunities in several sectors, especially in the retail business.Different generations have different perspectives and issues regarding internet buying.Thus, this study seeks to investigate the extent of the factors of perceived usefulness, perceived ease of use, perceived price, perceived convenience, and perceived trust influence consumers' online purchase intention in Malaysia, looking into the function of generational differences.An exploratory study design was adopted, and convenience sampling was employed for the sampling procedure.An online survey was distributed to 385 respondents.The hypothesis and relationship between variables were tested using multiple regression analysis.The results show that all independent variables except price are significant to influence online purchase intention.Furthermore, generational differences (Millennials) pose some influence on consumers' online purchase intention.The findings of the present study contribute valuable input to the existing knowledge and practices.